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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment (JOSSEY BASS NONPROFIT & PUBLIC MANAGEMENT SERIES) - Hardcover
Inhaltsangabe
This important book offers a revolutionary approach to solving a range of social problems--drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to "buy" safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world.
Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.
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Über die Autorin bzw. den Autor
ALAN R. ANDREASEN is professor of marketing and dean for faculty affairs at the School of Business of Georgetown University. Andreasen is also an internationally known marketing consultant who has worked with numerous organizations including the National Endowment for the Arts, the Public Broadcasting System, and the U.S. Agency for International Development, the National Cancer Institute, the United Way of America. He is the coauthor (with Philip Kottler) of Strategic Marketing for Nonprofit Organizations (4th ed., 1991), and the author of Cheap But Good Marketing Research (1991).
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Offers a revolutionary approach to solving a range of social problems drug use, smoking, unsafe sex, and overpopulation by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. Shows that effective special change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer who has ultimate control over the outcomes. Offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. A wealth of information for developing an effective social marketing plan.
Aus dem Klappentext
The world is faced with a daunting array of social problems and has limited resources with which to combat them. As many as five million children, who live in countries scattered around the globe, die each year from diseases and infections such as malaria, tetanus, and measles. Why must these innocent children die from diseases that we know how to cure? Marketing Social Change offers a revolutionary approach to solving a range of social problems drug use, smoking, unsafe sex, and overpopulation by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years' experience of consulting, teaching, and research with social marketing programs around the world. In this important book, Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.This valuable resource book offers public health officials, social service agencies, educators, students, and health care and nonprofit professionals a state-of-the-art approach to marketing social behavioral change.
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
Verlag:
Jossey-Bass (edition 1), 1995
ISBN 10: 0787901377
ISBN 13: 9780787901370
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
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Marketing Social Change : Changing Behavior to Promote Health, Social Development, and the Environment
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Wiley & Sons, Incorporated, John, 1995
ISBN 10: 0787901377
ISBN 13: 9780787901370
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Marketing Social Change : Changing Behavior to Promote Health, Social Development, and the Environment
Verlag:
Wiley & Sons, Incorporated, John, 1995
ISBN 10: 0787901377
ISBN 13: 9780787901370
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
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Hardcover. Zustand: Very Good. Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Artikel-Nr. 7719-9780787901370
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Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
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Hardcover. Zustand: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Artikel-Nr. 6545-9780787901370
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Marketing Social Change : Changing Behavior to Promote Health, Social Development, and the Environment
Verlag:
Wiley & Sons, Incorporated, John, 1995
ISBN 10: 0787901377
ISBN 13: 9780787901370
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